I’m Andrea – ux designer & creative leader focused on the intersection of people & technology.

I currently lead the design of user-centered SaaS products and digital experiences. From ideation to launch, I focus on strategy, fine-tune the details, and guide globally-distributed teams to do their best work.

I love creating functional and deeply human digital products.

My visual design background gives me an eye for refining UI and aesthetic. But my true joy lies in solving problems, removing friction and simplifying the complex.

Below you’ll find a selection of my work.

TRAVEL & TOURISM

I lead a globally-distributed design team at Simpleview, Inc.

A SaaS company servicing the travel & tourism industry, Simpleview helps destinations engage stakeholders, attract visitors, and win bids for conventions and events. I lead and mentor a design team, champion accessibility, present to stakeholders and advocate for users.

Description

2021-present: Art Director
2018-2021: Sr. UX Designer

Roles

Visit Las Vegas

60% Increase in ‘Contact the Team’ Leads

I worked with the Visit Las Vegas team on a site-wide strategy and redesign. There were various goals, but the #1 priority was to get a user to contact the team. The data showed that if a team member talked with a potential customer, the likelihood of the event being booked was 3x greater than an typical RFP submission - ultimately tripling potential bookings and business in Las Vegas.

Atlantic City

A UX-driven Branding Process

Leveraging ux principles and process contributed to solving real user issues for Atlantic City’s leisure and meetings industry. Quantitative and qualitative research gave us insight into how to push the new brand forward, iterating on design and testing with users.

Simpleview

Digital Asset Management System Redesign

Following Simpleview’s acquisition of a company specializing in digital asset management, I was responsible for reimagining and modernizing the product’s user flows and interactions, while aligning the experience with Simpleview’s CMS and design system.

HIGHER EDUCATION

Led UI/UX design and strategy at the University of Arizona

Within Enrollment Marketing, the main goal is to increase student enrollment by effectively marketing the university’s programs, values and experiences to prospective students. I led the strategy and execution of all digital interactions with the user such as email, ads and various university websites.

Description

Roles

2013-2018: UI/UX Designer
2011-2013: Visual Designer

University of Arizona

Dissecting the user journey from prospective to admitted student

While leading the redesign and content architecture for the Admissions website, I conducted an end-to-end mapping of the student enrollment journey. I identified the critical information needs at each stage and assessed all touch points across the website, email, and in-person interactions to ensure consistent clarity, relevance, and support. These insights directly informed the structure and user experience of the new Admissions website and shaped a design system that has since been adopted across all university websites.